HAPPY BIRTHDAY: Not about to be left out of Sanrio’s 60th birthday party, Levi’s and Hello Kitty are teaming up once again with a new collection of customizable gear.
Launched on the Levi’s site and app on Wednesday, the fall / winter assortment includes jeans, t-shirts, hoodies, tote bags and face masks. Rather than just offering essentials, the items are available in twee prints which have been salvaged from the Hello Kitty archives. The denim selection features fan favorite Hello Kitty graphics with Levi’s laser customization platform, Levi’s Future Finish. There are styles for men and women.
The mix-and-match options are intended to incentivize purchases of add-ons. Laser-etched prints on indigo jeans, for example, can be paired with a bandana and / or tote from Levi’s point of view.
True to pandemic safety precautions that have increasingly become the norm, consumers will be able to find reusable and reversible masks.
The two flagship brands have been collaborating since last year, when a collection for women and girls debuted in August. This season’s rollout is more robust with men, women, and accessories, as well as customizable options. Price-conscious shoppers will find the masks at $ 7 each, and foodies may be drawn to Levi’s jeans and Hello Kitty Future Finish at $ 148.
Hello Kitty is expected to make an appearance – albeit a virtual one – on GCDS ‘digital storefront during Milan Fashion Week on September 24. experience. The first row of the “show” will feature a Hello Kitty sighting.
Sanrio’s sales for fiscal 2019 were down 6.5%. Sanrio experienced its first change of leadership in 60 years, when founder and CEO Shintaro Tsuji stepped down in July so his grandson Tomokuni could take on the role.
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